Go on the offense in the war for talent when your competition is hurt. Yes you hurt too but winning in business or in bike racing is a relative game – very relative. Of course you are stronger and feel more confident in your ability to sprint and attack when you are warmed up and ready, but the problem there is that so is your competition. In tougher times when every company is hurt from a slowing economy there is no better time to go on the offense and focus on strategic talent management issues. You can recruit the best from your competition and develop your key talent – if you get some slack you should use it wisely.

Of course when the economy is putting the knife on your throat it is easier said than done, but most organizations get very inactive in a slow economy. They simply resist taking any action, hoping things will correct themselves. Well the economic climate will eventually recover – it always fluctuates – but your company will come out weaker than your competition if you don’t act. But can you marry cost cutting with going on the offense? Yes, but laying off people can’t be done by simply applying stupid rules such as last in first out (very common in Europe, sometimes forced by laws) or broad 10% cuts in everything. Doing it like that is just lame.

Make sure you surgically get rid of the people that do not perform, nor have the potential to grow into the future needs of the organization. Think not only in terms of cost savings, but also in terms of talent optimization, although this is probably something that most organizations should do all the time in any economic climate. You just don’t see nor face this problem in booming times. So attack on top of the hill when your competition is hurt and you have a great chance of coming out winning. Pain is temporary, victory is forever.

Not to keep flogging the Google horse or anything, but it appears the company is doing some innovative stuff beyond its products. The company has gained some HR-related attention before for using billboards featuring complex mathematical problems to recruit engineers. Now, they’ve turned their attention to candidate screening.

According to this NYT article, the company is exploring new methods for hiring “more well-rounded candidates, like those who have published books or started their own clubs.”  They will now be asking the 100,000 job applicants each month to fill out an “elaborate online survey that explores their attitudes, behavior, personality and biographical details going back to high school.”

The company then takes the surveys and compares them against some 25 different measures of employee performance. By doing so, they hope to expose the traits that make for successful employees so they can more readily find the gems amongst the thousands of applications they get each day.

I just think they are just right on with this. As I recently posted on Dave Lefkow’s blog:  ”When performance is the heart of the effort, you can come to a recruiting system from a new perspective. Instead of focusing only on traditional recruiting metrics like time to hire – you can start to think about and track the actual performance of each new hire over time. Then, you can identify what makes for higher performing candidates and build that knowledge into a system that helps you source and hire more like them.”

Interestingly, Dave wondered “…if the market is ready for this – right now, recruiters are measured on efficiency, not effectiveness. It’s all about getting bodies in seats, and introducing a measure of quality that recruiters are tied to would require a big mindset shift. I can hear the groans now – but I don’t make the decisions about who to hire. That’s the hiring manager. Buck passed.”

Google is no representation of the market at large. But as a pioneer in many ways, they often pick up on trends before others. Perhaps their talent approaches are equally visionary.